Brand Experience – Studio Odeonsplatz by Mercedes-Benz

Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.

A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space” spreads across 400 m², redefines the future of urban physical brand spaces while building a local and global community.

The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.

The space is topped off with a coworking & community area as well as premium hospitality provided at the deli bar in collaboration with food-tech startup Organic Garden, bringing a taste of the future of food with delicious regional dishes.

Studio Odeonsplatz by Mercedes-Benz is the prototype of a networked content hub and the future of commercial brand spaces.

In this special campaign, Studio Odeonsplatz turned into the birthplace of many great inventions: the garage. Celebrating the power of ingenuity paired with cutting-edge technology and ever-pleasing aesthetic, the new EQE became the centerpiece of the studio as, a high-standard example of an electric car that combines quality, safety and comfort. But the magic didn’t stop there – in a multi-facetted setting, the spirit of innovation and technology could be experienced through physical and digital layers as well as cultural programming and content cooperations throughout the space: Guided by the voice of Mercedes, visitors had the opportunity to explore and interact with the immersive exhibition through the use of QR codes and a dedicated map. Other features also allowed for a playful experience, for example the Wind Transit, a tunnel using aerodynamics to create the perfect instagrammable moment, or the Innovation Shelf that takes its spectators on a time travel through precious moments in the timeline of Mercedes-Benz.

Magical Garage impressed not only in terms of experience but also in aspects of aesthetics and content: The space embodied a surrealistic interior that blended Art Déco with 70’s disco and colorful mid-century design. The overall campaign story got not only phygitally translated into the space & communication tools but further unfolded its multiple facets into cultural programming and digital formats – with a strong focus on co-creation and social interaction.

In the spirit of community and connectivity, Studio Odeonsplatz invited once more for exploring, engaging, and co-working – either at the Studio’s hospitality partner Organic Garden, throughout regular visiting hours or at one of the many special happenings taking place, appealing to all senses.